To help RMS break into new markets, refine its messaging, and move toward a more structured PR approach, Abode Worldwide designed a strategy built on collaboration, insight, and execution.
1. Breaking into the US market
With RMS seeking to grow brand awareness and credibility in the United States, Abode focused on using PR as a powerful market-entry tool. Leveraging deep relationships across the hospitality and travel media landscape, Abode helped RMS penetrate the US market, amplify its stories, and build visibility among target audiences.
This included supporting RMS around key industry events such as ITB Berlin and HITEC Indianapolis, where Abode secured media interviews and provided press preparation to position RMS as an authoritative hospitality technology brand.
“Abode is really good at helping us get to new markets. That’s one of the things that we are using them for: to penetrate new markets, amplify the stories, give visibility to our execs,” said Sandrine Zechbauer, Chief Marketing Officer at RMS.
2. Clarifying what stories to tell
To ensure RMS’s PR activity reflected its business goals, Abode facilitated a strategic PR workshop that brought together RMS’s marketing team and Abode’s PR strategists. The session focused on aligning PR with RMS’s broader marketing strategy while providing deep insights into the competitive landscape, share of voice, and brand perception within the industry.
From this workshop came a clear communications framework and three core pillars of thought leadership to guide future storytelling. Abode’s team helped RMS strike the right balance between journalistic appeal and strategic business value — ensuring every story had purpose and impact.
“They’ve really listened, made some suggestions, and come back with a proposal that was aligned with what we’re trying to do. There’s no point producing stories that may be picked up by the media but don’t actually move the needle for us. So Abode is helping us find that balance between what journalists want and what we want to be known for, ” Sandrine said.
3. Building a proactive, organized PR rhythm
With strategy and structure in place, Abode helped RMS move from reactive communications to a proactive, planned approach to storytelling. Together, the teams built an editorial rhythm that allowed RMS to plan ahead, develop stories in advance, and execute integrated PR campaigns with precision.
A standout success was the RMS Pay North America campaign, where early collaboration enabled Abode to shape messaging, draft FAQs, secure media interviews, and deliver a highly coordinated press release that maximized visibility and impact.
“We worked with them so much in advance that they were able to do a lot of things that we wouldn’t have done otherwise. They really lifted our story, helped us reach the market, which we would have struggled to do without them, so that worked really well. And that’s down to really good planning, good messaging, the team being super responsive,” Sandrine said.
This proactive, partnership-led model gave RMS the consistency and momentum it needed to amplify its voice, plan strategically, and act quickly on new opportunities. RMS now relies on Abode as a trusted industry advisor. Sandrine explained that with so many competing voices and opportunities, she can turn to Abode for guidance on what’s strategically right for the company — from evaluating events to deciding which opportunities to pursue — confident that their advice aligns with RMS’s goals.
As Sandrine puts it, Abode “works more as an extension of our team than a PR agency, which I think is the right way to do it.”
